In the course of attending a conference, the author asked the professor of a textile school of the same car: “How far is the domestic fiber from the brand?†After the professor was silent for a long time, he said with emotion: “I am afraid there is still a long way to go. Some people do not have it. Recognizing the importance of the brand to the fiber, we think it is too early to talk about the brand in the upper reaches of the industry chain.†This has to be alarming, because in 2010 the total textile processing industry in the domestic textile industry has reached 41.3 million tons, accounting for the proportion of global fiber production. More than 50%.
Thankfully, at the 17th China International Chemical Fiber Conference held recently, Duan Xiaoping, president of the China Chemical Fiber Industry Association, made special elaboration on the development of new fiber products, especially marketing and brand building, and plans to Related companies at home and abroad have conducted in-depth cooperation in various ways. This indicates that industry associations will continue to guide the industry in the “Twelfth Five-Year Plan†period to give full attention to the issue of fiber market promotion and brand building, and to effectively narrow the gap with the world’s textile and fiber giants.
Whether products and market positioning can clearly draw lessons from experience can reduce detours, as do the same in fiber marketing and brand building. Industry insiders told the author that the most prominent feature of foreign famous fiber brands such as “Lycraâ€, “Modal†and “U.S. Cotton†is that their product positioning is very clear and the positioning is closely related to the product's own characteristics. Such as "Lycra" combined spandex excellent elasticity and other characteristics, positioning in the fashion and comfortable, its market target for the middle-income group; "Lanjing" positioning as the global leader in cellulose fiber brand, each of its sub-brand modal, Tencel, Lai Xaar has a special orientation; the concept of "American cotton" is "from cotton fields to fashion."
On the other hand, in China, many new fibers have become vaguely marketed when they are promoted, or large-scale propaganda or direct speculation concepts have been created. Finally, a vicious circle has been created. Not only has it not been effectively promoted, it has also disrupted the market order. So far, the case of soybean fiber has been repeatedly mentioned by the industry. At the beginning of the birth of soybean fiber, in the absence of a clear target market, large-scale market promotion, over-propaganda on fiber functionality, such as soybean fiber can prevent skin diseases, can produce negative oxygen ions, antibacterial antivirus and other effects are quite confusing It is difficult to get approval from authoritative departments and consumers. Duan Xiaoping believes that focusing solely on marketing and ignoring the cultivation of the market has caused a wide variety of consequences. A large number of marketing campaigns are not directly proportional to the market's recognition of the products themselves; at the same time, while soybean fibers continue to expand production capacity, they have not strengthened The monitoring of product quality did not provide guidance to manufacturers, nor did it regulate the use of standards. As a result, the downstream product quality was uneven and the market space became smaller and smaller.
However, China is not without successful experience. Bamboo fiber is the leading domestic foreign market in the development and application of recycled fiber products in foreign countries, and it has formed domestic famous brands such as “Tianzhu†in China. Bamboo fiber positioning is gradually clear in the process of research and development. At first, people just wanted to develop a product to solve the problem of insufficient raw material of viscose fiber, so bamboo fiber was positioned to replace viscose fiber produced by cotton pulp and wood pulp. With the maturity of R&D and promotion applications, people have found that bamboo fibers have unique functions such as moisture absorption and desorption, bacteriostasis, and the like, and can be applied to skin-friendly products, which are not available in other viscose fibers. As a result, its positioning has shifted towards skin-friendly products. However, industry insiders still reminded that the next target market for bamboo fiber remains to be further explored.
Whether or not to have leading promotion concepts and capabilities China's chemical fiber companies have strong manufacturing capabilities, and products are also relatively popular in the world, but there is a dearth of influential and well-known brands. Duan Xiaoping analyzes the reasons for this situation. First, the industry has developed late, and the industry has not yet formed a strong "hundred-year-old shop." This strength is not only reflected in the continuous financial promotion of brand promotion, but also demonstrated sufficient funds to conduct pre-market research, product design and development, etc.; second, the company’s own quick success, only to do sales without market, pay attention to profit Do not pay attention to customers, only pay attention to the direct downstream with little attention to the terminal market, and so on.
It can be said that the most important thing in the promotion of Lycra is the adoption of value chain marketing. DuPont, the creator of the Lycra brand, has set up an industrial chain management plan centered on Lycra, linking textile companies that use Lycra (including textile raw materials, wrapping plants, weaving mills, garment factories, etc.) through the establishment of Leica. To recommend ways to manufacture factories, the global network and fabric manufacturers share the new concept of technical cooperation. For fiber sales and spinning manufacturers, the right to franchise is provided; the manufacturer of fabrics adopts a certification factory strategy. Through the value chain marketing, DuPont successfully promoted a highly specialized chemical fiber into a brand favored by end consumers. Consumers may not know spandex, but they must understand Lycra.
Domestically, similar to Laika's value chain marketing and success, it is the promotion of "Tianzhu" fiber. "Tianzhu Industry Alliance" is an industry alliance established on the basis of absorbing international experience and combining Chinese characteristics. It is composed of 78 related companies in the textile industry chain. The enterprises in the industrial alliance cover raw materials, spinning, weaving, dyeing and finishing, garments, trade and testing, and have advantages in the cooperation and development of new products and large-scale promotion. In terms of brand promotion, the alliance promotes the Tianzhu brand and effectively distinguishes it from competitors through the use of hangtags.
Thankfully, at the 17th China International Chemical Fiber Conference held recently, Duan Xiaoping, president of the China Chemical Fiber Industry Association, made special elaboration on the development of new fiber products, especially marketing and brand building, and plans to Related companies at home and abroad have conducted in-depth cooperation in various ways. This indicates that industry associations will continue to guide the industry in the “Twelfth Five-Year Plan†period to give full attention to the issue of fiber market promotion and brand building, and to effectively narrow the gap with the world’s textile and fiber giants.
Whether products and market positioning can clearly draw lessons from experience can reduce detours, as do the same in fiber marketing and brand building. Industry insiders told the author that the most prominent feature of foreign famous fiber brands such as “Lycraâ€, “Modal†and “U.S. Cotton†is that their product positioning is very clear and the positioning is closely related to the product's own characteristics. Such as "Lycra" combined spandex excellent elasticity and other characteristics, positioning in the fashion and comfortable, its market target for the middle-income group; "Lanjing" positioning as the global leader in cellulose fiber brand, each of its sub-brand modal, Tencel, Lai Xaar has a special orientation; the concept of "American cotton" is "from cotton fields to fashion."
On the other hand, in China, many new fibers have become vaguely marketed when they are promoted, or large-scale propaganda or direct speculation concepts have been created. Finally, a vicious circle has been created. Not only has it not been effectively promoted, it has also disrupted the market order. So far, the case of soybean fiber has been repeatedly mentioned by the industry. At the beginning of the birth of soybean fiber, in the absence of a clear target market, large-scale market promotion, over-propaganda on fiber functionality, such as soybean fiber can prevent skin diseases, can produce negative oxygen ions, antibacterial antivirus and other effects are quite confusing It is difficult to get approval from authoritative departments and consumers. Duan Xiaoping believes that focusing solely on marketing and ignoring the cultivation of the market has caused a wide variety of consequences. A large number of marketing campaigns are not directly proportional to the market's recognition of the products themselves; at the same time, while soybean fibers continue to expand production capacity, they have not strengthened The monitoring of product quality did not provide guidance to manufacturers, nor did it regulate the use of standards. As a result, the downstream product quality was uneven and the market space became smaller and smaller.
However, China is not without successful experience. Bamboo fiber is the leading domestic foreign market in the development and application of recycled fiber products in foreign countries, and it has formed domestic famous brands such as “Tianzhu†in China. Bamboo fiber positioning is gradually clear in the process of research and development. At first, people just wanted to develop a product to solve the problem of insufficient raw material of viscose fiber, so bamboo fiber was positioned to replace viscose fiber produced by cotton pulp and wood pulp. With the maturity of R&D and promotion applications, people have found that bamboo fibers have unique functions such as moisture absorption and desorption, bacteriostasis, and the like, and can be applied to skin-friendly products, which are not available in other viscose fibers. As a result, its positioning has shifted towards skin-friendly products. However, industry insiders still reminded that the next target market for bamboo fiber remains to be further explored.
Whether or not to have leading promotion concepts and capabilities China's chemical fiber companies have strong manufacturing capabilities, and products are also relatively popular in the world, but there is a dearth of influential and well-known brands. Duan Xiaoping analyzes the reasons for this situation. First, the industry has developed late, and the industry has not yet formed a strong "hundred-year-old shop." This strength is not only reflected in the continuous financial promotion of brand promotion, but also demonstrated sufficient funds to conduct pre-market research, product design and development, etc.; second, the company’s own quick success, only to do sales without market, pay attention to profit Do not pay attention to customers, only pay attention to the direct downstream with little attention to the terminal market, and so on.
It can be said that the most important thing in the promotion of Lycra is the adoption of value chain marketing. DuPont, the creator of the Lycra brand, has set up an industrial chain management plan centered on Lycra, linking textile companies that use Lycra (including textile raw materials, wrapping plants, weaving mills, garment factories, etc.) through the establishment of Leica. To recommend ways to manufacture factories, the global network and fabric manufacturers share the new concept of technical cooperation. For fiber sales and spinning manufacturers, the right to franchise is provided; the manufacturer of fabrics adopts a certification factory strategy. Through the value chain marketing, DuPont successfully promoted a highly specialized chemical fiber into a brand favored by end consumers. Consumers may not know spandex, but they must understand Lycra.
Domestically, similar to Laika's value chain marketing and success, it is the promotion of "Tianzhu" fiber. "Tianzhu Industry Alliance" is an industry alliance established on the basis of absorbing international experience and combining Chinese characteristics. It is composed of 78 related companies in the textile industry chain. The enterprises in the industrial alliance cover raw materials, spinning, weaving, dyeing and finishing, garments, trade and testing, and have advantages in the cooperation and development of new products and large-scale promotion. In terms of brand promotion, the alliance promotes the Tianzhu brand and effectively distinguishes it from competitors through the use of hangtags.
Nignxia Hengfeng Textile Technology Co., Ltd. , http://www.hffiberyarn.com